대학생 나홀로족의 소비행태에 대한 연구

A Study on Consumption Behaviors of the College Aloners

This paper presents an investigation into the consumption behavior of aloners among college students according to the consumption trends of aloners recently on the rise. A survey was conducted with total 320 college students at universities in Cheongju for approximately three weeks from June 20 to July 12, 2016. The major findings were as follows: First, the study examined the overall consumption life of college students and found that they were more accustomed to consumption with their friends than consumption by themselves. The analysis results of their individualism/collectivism tendencies, however, showed that they preferred the individualism tendency, which indicates that their perceptions of being alone were less negative than before and changed to be daily and universal. Secondly, 42.8% of the entire college students belonged to aloners. Of them, 86.6% were voluntary aloner members, overwhelming their non-voluntary counterparts(13.4%). The reasons why they became aloners were divided into emotion and condition categories. Many of them became aloners voluntarily to avoid emotional losses. Thirdly, the study examined differences in consumption satisfaction between consumption by oneself and consumption with others and found that aloners had no big differences in satisfaction with consumption between them, whereas the non-myself aloners recorded considerably higher points in consumption behavior with others than consumption behavior by themselves. Finally, the study analyzed the effects of mental states regarding consumption by oneself on satisfaction and found that negative psychology had negative effects on satisfaction with consumption by oneself.